Humans are innately trusting of other humans. No wonder word-of-mouth has been one of the most powerful marketing tools for decades. Years ago, people used to book the tours and activities that their family members or friends enjoyed on their last vacation. Today, modern travelers sift through online review sites and social pages to learn more about the experiences of others before they make a booking for their upcoming trip. Social proof is going to sell more of your tours and activities than any other marketing strategy. Here’s what you need to know about social influencers and tourism:
Social proof is any feedback, images or reviews that are posted online by objective, third-party individuals. A past customer who leaves a review on TripAdvisor is offering social proof of your experiences. A local business that shares your images on Instagram is also offering social proof.
The psychology behind social proof indicates that the human brain is wired to need this kind of reassurance before making a final decision. Sproof works because it eliminates uncertainty. It proves that similar people enjoy the same experience. This stablishes expertise and it provides confidence through volume.
Influencer marketing is the process of using social proof to promote the products and services available at your tour and activity company. Influencer marketing is generally an affordable way to generate buzz about your business. You’ll find it yields extremely high returns when done right.
Travelers across all demographics are finding social proof to be a useful tool during the research stage of their planning. You should consider your plan of attack in this space.
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Image credit: Theodoris Katis